Measuring the impact of one of fashion’s most influential it-girls
With over 2 million followers on Instagram and countless sponsorship deals with high-end labels like Dolce & Gabbana, Fendi, Dior and Valentino, Caroline Daur is one of the hottest names in fashion right now.
There is no doubt that the Hamburg native is one of the top-tier influencers of the moment. But how much added value can international fashion brands expect when investing in expensive collaborations with the german influencer? What economic value can fashion and beauty labels capture by working with her?
Diving deeper, there is the question of Caro Daur’s impact on actual shoppers. Do her 2.2 million followers actually draw inspiration from her looks? Does her social media activity really drive online shoppers to search for and purchase the products she wears?
Here at fashion search platform Stylight were keen to find out. We teamed up with marketing and data analysis agency Launchmetrics to answer these questions through the power of data.
While Launchmetrics determined the Media Impact Value™ (MIV®) of five Insta-posts from Caro, we dived deep into the shopping behaviour of our 12 million monthly users, to measure the commercial impact that Caro has on our online shoppers.